Diageo, owner of Johnnie Walker scotch whisky, announced in
New York the launch of My Label is Black, a nationwide program designed to
celebrate the Hispanic community and give back by supporting and mentoring men
on their journey to achieve their true potential. Involving several key
elements, the My Label is Black platform will include celebrity influencers, a
large-scale advertising campaign, partnerships with leading charitable
organizations in New York, Miami and Los Angeles, and consumer events.
“We have a history of connecting with our Hispanic consumer,
whose achievements in this country inspire us every day,” said Yvonne Briese,
Vice President of Whisky for Diageo.
“We wanted to continue our longtime support with some very special
programs that give life to Latino successes in a uniquely Johnnie Walker way; with
equal parts sophistication and celebration.”
Celebrating Success
One of the
most critical measures of success for any program is its ability to inspire
others to join the cause. With that
spirit in mind, My Label is Black
has partnered with some of the most renowned Latino celebrities in the country
to get the word out, host events in key Hispanic markets, star in impactful
advertising, affect positive social giving and celebrate success. These include:
- Don Omar – multi-platinum recording artist, philanthropist, entrepreneur, actor and founder of his own record music label Orfanato Music Group
- Jorge Posada – beloved and legendary former New York Yankee catcher, whose valuable contributions to five World Series Championships made him a five-time All-Star.
- Alex Sensation – one of New York City’s most celebrated media personalities, radio hosts and nightlife icons.
“I’ve been
fortunate over my 14-year career to experience success and reach the top of the
charts,” said Don Omar. “But I have never
lost sight of the support I received and what truly put me here; my fans and
those who stayed by my side along the way.
Through this partnership with Johnnie Walker, I’m doing my part to return
the support I’ve been shown all these years, and inspire that in others.”
Giving Back
As part of the campaign, Johnnie Walker has forged partnerships with
organizations that are equally committed to this important message to make
substantial donations, working with them through the implementation phase of
the funds, leading dedicated workshops and personal life / job skills coaching
for Latino men.
“Our organization prides itself on making a tangible
difference in the lives of men who need it most, and we often do that by
partnering with like-minded companies” said Gary Field, Founder and Executive
Director for Career Gear. “Johnnie
Walker is one such partner that has created a fantastic program.”
Career Gear (www.careergear.org) is the program partner for New York. This group is dedicated to assisting men who
seek to better themselves against great odds.
Career Gear and My Label is Black
will provide a lifeline of ongoing support, providing underserved men the
mentoring to move from poverty to self-sufficiency.
SER (www.serflorida.org)
is the program partner for Miami and Los Angeles. This national network of community based
organizations helps Hispanics achieve economic freedom and self-sufficiency
through employment, education and empowerment. Through My
Label is Black, workshops on subjects such as job search, financial
literacy and community resources, Hispanic men will be able to develop the skills
to become more successful.
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